Brunswick Billiards and Berkline Partner to Introduce New Home Theater Experience

Brunswick Billiards and Berkline are teaming up to create a new line of Brunswick-exclusive home theater seating that represents Brunswick's introduction into this fast-growing, home entertainment category.

"Home theater seating is the most exciting and explosive growth segment in upholstered furniture today," said Grey Hunsucker, Berkline vice president and national sales manager. "Dedicated rooms with flat screen TVs and upscale video equipment are becoming commonplace in the housing market, both in new construction and remodeling."

In fact, installed home theaters and multi-room audio systems are expected to grow from $6 billion in 2007 to more than $11 billion in 2012, according to market research firm Parks Associates.

"We know home entertainment," said Debbie Groshek, marketing director, Brunswick Billiards. "People continue to invest in their homes to create fun environments where they can spend quality time together. Taking our current home game room suite offerings to an even higher level with this stylish furniture will meet our customers' evolving entertainment needs. The home theater seating category is an ideal fit for Brunswick's dealers and customers."

Three home theater seating styles will be built by Berkline for Brunswick. Two versions will be contemporary styling, the third a traditional model. Eight different types of leather will be available with multi-color options. Features will include taller backs on the furniture for greater head support, and lighted cupholders, lighted bases and power recline options.

The product was recently unveiled and received enthusiastically at Brunswick's Business Enrichment Conference, an annual convention of Brunswick's dealer network, which will sell the product in specialty retail showrooms throughout the United States and Canada. Prices will start at $1,249 MSRP per seat and will be available for shipment in early summer 2008.

Hunsucker said that Brunswick's dealers will be a key factor in the success of the new line.

"The Brunswick retail format is exciting," he said. "The company's dealers create an experience for the consumer, and their sales associates are well trained and knowledgeable of their products. We believe Brunswick's desire to enter this new business coupled with their proven marketing capabilities and Berkline's strength in the home theater seating category are winning formulas for all parties."

Re: Brunswick Billiards and Berkline Partner to Introduce New Home Theater Experience

There are SO many players in this space.

I think the key for them landing dealers will be if they can create consumer demand. Every company wants it the other way around but its not how it works. If you want dealers to sell your stuff - make consumers want to buy it.